‘Sympathy for the Devil?’ McDonald’s between imperialism and the building of post-Yugoslav Serbian identity

Abstract

Since the opening of its first restaurant in a communist country, which was Yugoslavia, not only is the huge success of the U.S. franchise something that was merely not supposed to happen, but ‘consuming McDonald’s’ has left its mark on the post ‑Yugoslav identity building process. Our central argument is that the singularity of the ‘McDonaldization of Serbia’ encompasses the interactions between expansion/ localness, dominance/adaptation and those who take part in this historical process which spans more than three decades, their responses that apprise, shape and constrain their everyday life conditions. This paper starts from the observation that most of the existing scholarly literature on identity building addresses the end of the Yugoslav experience whether through state narratives or identities introverted. We chose a different and understudied angle, which is a people ‑centred perspective. Accordingly, this paper uses different research methods under the umbrella of a biographical perspective from 1988 to 2021. Ethnographic fieldwork, comprising 45 semi ‑structured interviews with Belgradians, aims to expand scholarly knowledge on consumption and identity building in post ‑Yugoslav Serbia. In addition, conversations with influential individuals contributed to identify periods in the intermingled life of McDonald’s and people in contemporary Serbia. In the early 1990s, the McDonaldisation to some extent escalated cultural disputes between the republics against a backdrop of identity tensions. During the period spanning from the late years of Milosevic’s rule to the advent of Alexandar Vučić in 2012, political conflicts over sovereignty sparked ambiguous civic responses. Finally, McDonald’s has brought Serbs into the Western sphere which is probably best encapsulated in a local popular saying ‘McDonald’s is McDonald’s’ (‘Mek je Mek’), despite being considered ‘tasty’/unhealthy, expensive/rewarding or socially stimulating.

Keywords

• identity building
• consumerism
• people-centred perspective
• mcdonald’s
• yugoslavia
• serbia